Group Influences
Chapter 9
Reference Groups


What is a reference group?
Group influence

Group types


Primary
Secondary




Brand community
Formal v. informal groups
Aspiration v. dissociative
Conformity

Peer pressure
Social Power

Types of power

Referent

Legitimate

Expert

Reward

Coercive
Reference Group Influences

Types




Informational
Utilitarian
Value-expressive
Value & Reference groups


Utilitarian
Hedonic
Influence on Product Selection
Necessity
Luxury
Public
Jeans
Sailboat
Private
Toilet paper
Gum
Reference Group Influence

What makes people susceptible to group
influence?




Attention to social comparison information
Separateness-connectedness
Connected self-schema
Social influence and embarrassment
Word-of-mouth Marketing

Characteristics




Organic
Amplified
Cheaper and more
influential
Positive & negative
word-of-mouth



Consumer expertise
Online capabilities
Social networking
Word-of-mouth Marketing


Buzz marketing
Guerilla marketing


Viral marketing



Ford Focus
Cloverfield
The Dark Knight
Stealth marketing

Tactics
Word-of-mouth Marketing

Opinion leaders



Characteristics
Market mavens
Surrogate consumers


Rachel on Friends
Diffusion processes
Household Decision-Making

Traditional Structure

Family




Nuclear
Extended
Emerging trends
Household life cycle


Boomerang kids
Sandwich generation
Household Decision-Making

Purchasing roles








Influencer
Gatekeeper
User
Decision-maker
Purchaser
Sex roles
Power of children
Consumer socialization